Artificial Intelligence is delivering significant productivity gains for businesses, with companies operating in industries most exposed to the technology recording markedly stronger performance than those with lower levels of AI adoption, according to a new report released by PwC.
The professional services firm said organisations embracing AI are increasingly using the technology to create new sources of value, reshape jobs and accelerate skills development, rather than relying solely on cost-cutting measures. The findings suggest AI is becoming a major driver of competitiveness across industries and labour markets.
The report found that since 2022, businesses in sectors with greater exposure to artificial intelligence have achieved substantially faster productivity growth compared with companies operating in less AI-intensive environments. It also highlighted a sharp rise in demand for workers with advanced AI capabilities.
Brandspur Brand News reports that the study, based on an analysis of more than one billion online job advertisements across six continents, indicates that artificial intelligence is transforming the nature of work rather than eliminating employment opportunities on a large scale.
According to PwC, the evolving AI landscape is creating two distinct paths within the labour market. Some occupations are becoming more specialised as routine functions are automated, increasing the importance of human judgment, creativity and expertise. Other roles are becoming more accessible as AI reduces technical barriers and broadens participation in complex tasks.
The report noted that jobs experiencing higher levels of professionalisation are expanding faster and delivering stronger wage growth than positions undergoing democratisation. At the same time, skills requirements for AI-exposed occupations are evolving at more than twice the pace recorded in less exposed roles.
PwC said employers are increasingly prioritising human-centred competencies such as leadership, empathy, strategic thinking and creativity, alongside technical AI knowledge. Entry-level positions are also being redesigned, with younger professionals expected to acquire responsibilities traditionally associated with more senior roles.
The study further showed that companies making the greatest progress with AI are increasing workforce size and offering stronger salary growth, suggesting that investment in artificial intelligence is supporting business expansion and enhancing employee productivity.
PwC urged corporate leaders to position AI as a tool for growth and innovation, emphasising opportunities to develop new revenue streams, enter emerging markets and build cross-industry partnerships. It also advised organisations to rethink workforce strategies, strengthen skills development and invest in agentic AI technologies that complement human expertise.
For workers, the firm recommended pursuing roles enhanced by artificial intelligence, developing human-intensive capabilities and mastering AI tools to remain competitive in an increasingly technology-driven labour market.
The report also highlighted the rapid growth in recruitment for AI specialists, revealing that hiring for advanced AI roles expanded at a pace far exceeding overall job growth in 2025. Technology, media and telecommunications emerged as the leading sectors for AI talent demand, while several emerging economies recorded faster growth in AI-related recruitment than many developed markets.
